| Content Category | Description |
|---|---|
| 1. Administrative information | Posts concerning the operational and administrative aspects of the faculty, such as course schedules, office hours, or exam dates. |
| 2. Academic opportunities | Announcements about events, scholarships, grant applications, or mobility programmes, like Erasmus programmes for students. |
| 3. Faculty events | Posts abouts online or offline events organized by the faculties, including guest lectures, conferences, or other extracurricular activities. |
| 4. Student achievements | Posts highlighting student achievements, including results from national or international competitions, awards, conference presentations. |
| 5. Institutional identity | Posts that illustrate the core values, persona, and positioning of a faculty, including professional standpoints, community ethos, or visual branding. |
| 6. Student projects/portfolios | Posts featuring students’ academic projects, showcasing both the creative process and the final output as well. |
| 7. Faculty and staff recognition | Posts acknowledging the professional recognition and contribution of faculty members, including professors, PhD candidates, guest lecturers. |
| 8. Industry and academic trends | Content focusing on the current trends within the industry or academic field relevant for the faculty, like media appearances. |
| 9. Human side of faculties | Posts designed to showcase the approachable, playful side of the institutions, like holiday greetings, viral trends, or academic memes. |
| 10. Infotainment posts | Content that blends information with entertainment. The focus is on presenting captivating facts in an enjoyable manner. |
| 11. Career and job opportunities | Posts that highlight job and internship opportunities, typically from corporate partners |
| 12. Career paths and perspectives | Posts presenting career paths of faculty members, or alumni students, serving as an inspiration source for current and future students. |
Figure 1:
Leading faculties based on their Facebook followers
Figure 2:
Leading faculties based on their Instagram followers
Figure 3:
Leading faculties based on average number of posts per day on Facebook
Figure 4:
Leading faculties based on average number of posts per day on Instagram
Figure 5:
The most popular content categories on Facebook
Figure 6:
The most popular content categories on Instagram
Figure 7:
The average engagement rate of post formats on Facebook pages
Figure 8:
The average engagement rate of post formats on Instagram pages
Figure 9:
The average engagement rate of content categories on Facebook
Figure 10:
The average engagement rate of content categories on Instagram